Emerging Technology: AI Transforming The Now And Future Of Digital Marketing

 


There were times when all anyone ever thought about at the mention of Artificial Intelligence (AI) is robots doing menial chores in our homes or offices. But over the last decade, the dynamics of things have tipped AI to become a more powerful tool in not just physical commercial environment, but also our e-businesses.

This article is centered at identifying the relationship between AI and digital marketing, and elucidating on some of the many ways they AI can improve digital marketing now and the not so far future.


Artificial Intelligence has in recent times become a part of digital marketing because of certain roles it plays in improving commercial digital space. AI technology can help to enhance and pace up the different marketing tasks, improve the customer experience and drive conversions. (Brenner 2020)

A 2017 report by Accenture shows that more than 40% of consumers switched brands due to lack of trust and poor personalization. 43% of consumers are more likely to patronize brands that prioritize personalized customer experience.AI helps companies to customize their communications at an interpersonal level, instead of the generic groups that that consumers may not connect with.

This system works by predicting consumer behavior in terms of the insight learned from previous consumer engagement with the brand. This means that brands can send content and marketing correspondence which are most likely to convert lead to sales at the absolute best time to drive conversions. A good example is the tailored movie recommendations on platforms like Amazon and Netflix.

A customer-centric world like digital marketing, the ways AI can provide support could be in pricing. Pricing has always been a key part of customer’s decision making. AI systems can help by providing discounts in timely way to accelerate sales. Brands can use AI to set the price of products dynamically in proportion with the demand, availability of products, customer profiles and many other factors to maximize sales and profits.

Another key crucial element customer use makes decisions on brand to buy from is the customer service. With the use of AI Customer Relationship platforms, brands provide top notch customer service to both customers and prospective customers. A good customer service can command loyalty if its strategically done. Technologies like Chatbots can be programmed to provide set replies to frequently asked questions and to direct client’s query to human agent if the conversation ever get too complex.

Virtual assistants like Siri, Google Assistant, Alexa and more have it more comfortable for people to interact with chatbots and in some cases even prefer them to real person. AI have become increasingly advanced with language processing algorithms in recent years and this has made it possible for machines to replace humans as agents in customer service and sales roles.



The benefits and possibilities of AI in marketing is endless as new levels of the technology will continue to unravel to the digital world. Companies that ignore of fail to catch up with it will certainly fall behind its competition in a world that is increasingly relying on technology.

A short video explaining the  relationship between Artificial Intelligence and digital marketing below.



By Taiwo Daniel Enisan


Keywords: Artificial Intelligence, AI, Digital Marketing, AI technology, CRM, Google Assistant, Alexa, Siri, 

REFERENCES

Tiautrakul, Jarungjit and Jindakul, Jomkwan, The Artificial Intelligence (AI) with the Future of Digital Marketing (May 22, 2019). Available at SSRN: https://ssrn.com/abstract=3405184 or http://dx.doi.org/10.2139/ssrn.3405184

Marketing Insider Group. 2021. 5 Essential Benefits of AI for Digital Marketers. [ONLINE] Available at: https://marketinginsidergroup.com/artificial-intelligence/5-benefits-of-ai-for-digital-marketers/. [Accessed 01 March 2021]

Digital Marketing Institute. 2021. How AI is Changing Digital Marketing | DMI. [ONLINE] Available at: https://digitalmarketinginstitute.com/blog/how-ai-is-changing-digital-marketing. [Accessed 01 March 2021].

Comments

  1. Fernando BrambilaApril 13, 2021 at 3:21 PM

    This is an excellent article; we all remember when people felt that someone listened to their conversations through their gadgets. As they talked about any random topic and minutes later, when they were about to browse their social media platforms, some ads related to the topics suddenly popped up on their smartphones. Nowadays, users can realise that those ads are part of advertising campaigns using AI as an essential tool by digital marketers. AI can show relevant products to customers based on their previous searches, purchases and views. This insight could raise the likelihood that users opt to get goods or become repeat customer. AI is a great tool that offers a wide variety of benefits and opportunities within digital marketing.

    ReplyDelete
  2. Saquib HussainApril 15, 2021 at 11:53 AM

    An extremely fascinating read. However, I am concerned about the extreme reliance on AI in the future. For instance, what if it paints every human experience into a robotic shade? While, in the last decade, self-service customer service platforms such as chatbots have taken the digital industry by storm. While not all chatbots have proven to be successful, the vast majority of users prefer them because of the ease and speed with which they react. These tools have the potential to provide consumers with the right level of assistance while remaining cost-effective for the merchant and company. Customers enjoy the instant availability, lack of wait time, and fast response of chatbots if done correctly. So, yeah, maybe I am over analysing.

    ReplyDelete
  3. Aslihan YilmazApril 16, 2021 at 12:34 AM

    This comment has been removed by the author.

    ReplyDelete
  4. Aslihan YilmazApril 16, 2021 at 2:29 AM

    It is brilliant! AI, which helps companies to understand the target audience in many ways, actually brings some questions with it, as well.
    While it has a high score for giving users what they are looking for by creating powerful results, AI marketing often raises questions in some ways. It makes us think of problems like does it really reflect "real target audience behaviour", how ethical it is to manage their encounters in life within the framework of this data while everyone is collecting data at any time, how much of the success achieved after the marketing processes can be attributed to AI, or the advancements sustained with AI do not have a clear calculation formula, so how will we understand the development.

    ReplyDelete

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